Extending the Norm Activation Model and Unpacking Laypeople’s Misinformation Correction Process: The Multilayered Roles of Misinformation Awareness, Personal Norms, and Efficacy.

Drawing upon the norm-activation model , this study joins efforts with and goes beyond the fact-checking, to explore this study examines the layperson’s motivations in misinformation correction through the lens of prosocial behavior. Factors related to the norm activation process—awareness of misinformation consequences and personal norms—are examined as potential predictors and/or mediators. Based on a national survey of 1,022 respondents, we examine the norm activation process triggered by awareness of misinformation consequences, which directly and indirectly impacts on their correction intentions. Moreover, perceived prevalence of misinformation, self efficacy and outcome efficacy pertaining to misinformation correction, are found to play multilayered roles in improving such intentions in different ways. This study provides a more comprehensive examination of the underlying mechanisms behind a layperson's willingness to engage in the misinformation correction activities.